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Modernising memory giving: accelerating digital innovation in funeral donations
Funeral collections are evolving beyond the cash and cheque box. By embracing digital giving, funeral directors can ease admin, boost Gift Aid, and create more meaningful ways for families and friends to honour their loved ones.
This article first appeared on the Funeral Notices website.
For as long as anyone can remember, the humble collection plate has been part of the funeral ritual. It has allowed people to donate to causes close to the heart of the deceased and given families a sense of doing something good in their name.
Yet, behind this important tradition lies a web of fraught processes associated with handling large volumes of cash and cheques from different sources.
These include:
- Time-consuming administration.
- The inherent risk of loss, error or even theft.
- Potential for confusion over where money should go.
- And a significant opportunity often missed: Gift Aid.
During the pandemic, charity donations, like many aspects of life, underwent a dramatic shift. According to Charity Digital, online giving rose significantly, with funeral directors swiftly adopting digital tools as a solution to social distancing constraints.
But as the memory of Covid-19 fades, Third Sector reports that the growth of digital giving appears to have slowed, potentially undoing some of the progress of that era. Five years since the pandemic, now feels like a good moment to remind ourselves of the many benefits that charity tech innovation offers:
Gift Aid opportunities fully captured.
With cash and cheque, the process for reclaiming Gift Aid is often paper-based, clunky and frequently forgotten. But when donations are made online, a significant proportion – often around 75 per cent* – include Gift Aid. This adds a crucial extra 25 per cent on top of every donation at no extra cost to the donor, meaning a £40 gift becomes £50.
Digital reduces risk and gives you back valuable time.
Best practice with manual donations dictates maintaining donation records for seven years, operating a separate charity bank account and adhering to strict cash-handling procedures like using named envelopes and witnessed box openings. Online donation platforms remove this complexity. Payments are automatically tracked, totals are continuously updated and families can be notified effortlessly – allowing funeral directors to focus on providing compassionate support to the bereaved.
Giving becomes more meaningful and connected.
Online platforms offer more than just a convenient way to collect money. In providing a space for mourners to leave personal messages, they transform a donation into a heartfelt tribute. Throughout the pandemic, these messages became a powerful lifeline for grieving families, offering solace and connection when physical presence was restricted. It’s a trend that continues today.
More people can participate, inclusively.
Modern digital platforms ensure that people who are unable to attend the funeral in person can show their support. Online donations empower distant friends, family members and even those with limited mobility or digital confidence to participate. By offering clear guidance, including printed QR codes on service sheets or explainer PDFs for families, digital giving can be accessible to all.
Charities benefit faster and more directly.
Charities everywhere are affected by ongoing cost-of-living challenges. Funeral donations represent a vital income stream, and digital giving means these essential funds reach them significantly faster. By streamlining the process, digital platforms eliminate unnecessary delays and reduce reliance on intermediaries – crucial for charities striving to deliver their services effectively in challenging times.
It’s better for your business, too.
In addition to direct benefits for families and charities, modern donation tools can offer advantages for your business. Data suggests a significant proportion of online donors live within the funeral director’s trading area. By using your own branded donation tools or services like Funeral Notices, you are effectively driving local traffic back to your business and reinforcing the invaluable work you do within your community.
In this era of technological transition, it’s vital to offer choice. For many people, that means having the easiest way to donate, while ensuring the charity benefits as much as possible. It’s important, therefore, to explain how online giving can raise more money, help the charity faster and reduce administrative burden for funeral directors and their clients.
So, how can we advance?
The technology is readily available, and the business case for adoption is compelling. Indeed, the Charity Commission recommends that funeral directors encourage online donations to mitigate the risk of reputational harm.
To build on the momentum gained during the pandemic, now is the opportune moment for the funeral profession to accelerate innovation in service collections.
- Make it easy: Leverage platforms like Funeral Notices.
- Make it visible: Print QR codes on service sheets or donation boards.
- Make it clear: Provide families with a simple guide explaining the benefits and ease of going digital.
With modernised memory giving, we can make funeral collections easier and ensure every donation counts. If you’re interested in donation technology, check out our sister company Donatis, who partner with Funeral Notices and funeral directors to provide donation solutions and more.
Disclaimer: This blog post is for informational purposes only and should not be considered legal or professional advice. We recommend following a UK funeral profession trade association, such as SAIF or the NAFD, to stay up-to-speed on regulatory developments.
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